A lot can happen in an instant. You could change someone’s mind, or make them happy, or impressed, charm their pants off, make them smile, or just feel good. But don’t confuse them, because Stan (http://branddna NULL.blogspot NULL.com/) knows what he’s on about, and that won’t get you a job now will it?

For this week’s Whip I must tip my hat to Simon Veksner (http://scampblog NULL.blogspot NULL.com/) of BBH in London, whose headline I stole and whose wisdom inspired this piece.

When you sit down in front of someone to show them your folio you are at the mercy of their finger.

Believe it or not, a finger can flick through folio pages faster than the brain can think.

So you need to ensure your ideas are so simple and so clearly laid out that the person looking at them gets them before their finger goes to turn the page.

If your folio is messy. If your layouts are cluttered. If your headlines are not legible. Then your work is not instantly gettable.

And unless your work can be gotten in an instant, you will never beat the finger.